IMPLEMENTATION OF TIKTOK POPULAR CULTURE AS A DIGITAL MARKETING TECHNIQUE TO ATTRACT CONSUMERS
Children today must be very familiar with the Tiktok application. Tiktok has developed as a popular culture among the public by utilizing the sophistication of mass-copying technology with the aim of making it faster and easier to reach by the public without any limitations of space and time. Tiktok As one of the popular culture is entertainment and is a product that is traded for material interests in the purpose of seeking profit. One of the uses of tiktok is for digital marketing. Digital marketing is the application of digital technology to create channels that can connect with potential consumers so that the goals of business actors can run effectively. The purpose of this research is to find out Tiktok Culture as a Digital Marketing Technique to Attract Consumers. The research method used is qualitative using descriptive analysis techniques. The results show that the development of social media has a very large impact on the development of popular culture such as the TikTok application because with this application there is an introduction and cultural exchange involving advances in information technology. In the TikTok Application there is a cultural distribution of a mass information system aimed at a wide audience which is run based on a new media system. Besides the place where distribution and cultural exchange occur, the TikTok application is also used as a digital marketing tool where the features in the TikTok application such as hashtags, videos, music, stickers, etc., are proven to increase sales of marketed products.
Culture, Tiktok, Marketing Strategy, Digital Marketing, Consumer, Features.